Sports Illustrated partners with 888 for online gaming
Sports Illustrated parent company Authentic Brands Group has partnered with 888 to develop online sports betting and iGaming products in the US, with a SI Sportsbook expected to launch later this year.
The exclusive partnership gives 888 access to one of the country’s iconic sports media brands.
SI Sportsbook will debut in Colorado. The publication’s website will launch “comprehensive coverage” of the sports betting space, including in-depth analysis, tools and widgets.
Sports Illustrated will also publish a gambling themed magazine issue in August.
“We are thrilled to announce that Sports Illustrated is entering the online sports betting and iGaming space,” ABG founder, Chairman and CEO Jamie Salter said. “888 is one of the leaders in online betting and gaming globally and has outstanding technology, products and marketing capabilities, and we are excited to partner with them to offer an innovative product experience for sports fans.”
SI was founded in 1954 and emerged as a premier source of sports news and analysis over the following decades. Print readership dramatically declined in the 21st century, forcing SI to trim magazine prints from once a week to once a month.
Authentic acquired SI for $110m in late 2019.
Total paid print circulation was approximately 600,000 for the six months ended December 31, 2020, according to Alliance for Audited Media.
SI’s embrace of online betting further cements the publication’s digital transition and adds an additional revenue source.
Bloomberg reported Gibraltar-based 888 will pay a licensing fee to Authentic. The online gaming operator will pay additional funds based on the number of consumers.
The 20-year partnership includes the possibility of physical locations, Bloomberg said. Authentic receives a 4.9% stake in 888’s US business.
“We are excited about the potential to deliver our cutting-edge, proprietary sportsbook platform into the market, providing Sports Illustrated fans with a first-class betting and gaming experience,” 888 CEO Itai Pazner said.
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